Extending Marshall McLuhan – Second Edition
Chapter 23. Ads
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“We’re on the cusp of a media revolution to end all media revolutions. The new world will be ad funded.”
—Eric Picard (2006)
Content and extension: Ads extend the psyche, as McLuhan (1964) pointed out: “The need is to make the ad include the audience experience. The product and the audience response becomes a single complex pattern” (p. 226).
Cascade: The cascade is from intention of the advertiser to the copy for the ad to the ad itself in text and image in a newspaper or magazine, in a sound bite for radio or a video commercial for television.
LOM: The ad enhances the sales of products and services, obsolesces trust, retrieves the snake oil salesman and con artist, and reverses into the infomercial and entertainment as a form of advertisement.
23.1 Advertising on Mass Media
The first forms of advertising on mass media were in newspapers and then in magazines. Advertising in newspapers took two forms, namely display ads placed throughout the newspapers and classified text-based ads displayed in ← 201 | 202 → a special section of the newspaper reserved for this purpose. The major impact of “new media” on advertising in newspapers has been the reduction in their circulation, as discussed in (21.3).
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